Campaign details

Advertiser: Johnson & Johnson
Brand: Stayfree
Agency: DDB Mudra Mumbai
Country: India


Stayfree exists in the business of menstrual health but has a much larger purpose. Stayfree sees pads as enablers, giving girls and women the physical and psychological reassurance to go further and grow meaningfully. This belief system is core to the brand and shapes how products are designed, people are recruited, processes are deployed and partnerships are built.

After pioneering the establishment of the menstrual health business in India, encountering cultural resistance every step of the way, Stayfree had to reckon with category penetration that was still at an abysmal 16%, amongst the lowest rates in the world (Source: UNICEF reports, 2012; Wateraid, 2018).